• International Journal of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.268-272
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• 2023

With the development of SNS, companies and individuals are actively marketing through social media to develop their own products. It is also important to post posts promoting on simple SNS or to show a lot of exposure using algorithms, but customers upload reviews or proof shots of the product on their own, naturally increasing the exposure of the product and increasing the purchasing power of potential customers. As the number of products that users want to purchase through SNS is increasing, they want to access and purchase not only tangible products such as goods and food, but also intangible services through SNS. In this paper, we would like to study exhibitions that have both tangible and intangible characteristics. SNS accounts that mainly introduce these products by searching for reviews have been created while spending leisure time such as exhibitions and fairs, reducing the hassle of searching for personal interests on search engines, and providing prices and reviews from the exhibition's schedule, lowering entry barriers and increasing purchasing power. Using this point, many exhibitions not only display works, but also open various experience centers, and create a photo zone or a unique exhibition hall atmosphere to attract many customers. In this study, we study the impact of SNS on the leisure culture of exhibition. The marketing direction in the situation where SNS marketing is becoming the mainstream is presented, and the change in the form of exhibition is described and presented as an academic approach.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2022.10a
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• pp.191-193
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• 2022

The advent of the 4th Industrial Revolution due to the trigger of digital technologies such as artificial intelligence and big data has caused many changes in society, culture, and industry. However, traditional markets in each region are not responding quickly to new distribution environments and consumer changes. In particular, in the case of traditional markets in Jeju, regional characteristics such as marketing strategies for tourists visiting Jeju have not been utilized. Therefore, this study proposes the establishment of a smart traditional market based on big data and artificial intelligence that utilizes the regional characteristics of Jeju. The research contents include customer profiling through visitor big data analysis, providing tourist movement results through traffic analysis, providing real-time popular product charts, and developing video-based fire and crime prevention functions.

• Asia Marketing Journal
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• v.14 no.3
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• pp.185-197
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• 2012

Caffe Bene, one of the most notable coffeehouse chain brands in Republic of Korea, gives us some thought-provoking issues in terms of sustainable success. Despite harsh competition among various coffeehouse brands, Caffe Bene has been accomplished astonishing outcomes in domestic market and now ranked 2^nd place in sales among the global coffeehouse franchise in 2010 and 2011. These achievements were possible mainly because Caffe Bene adopted distinctive shop design, maintained aggressive marketing strategy, developed new menu, and combined the unique Korean culture with ordinary concept of café to make its place attractive. However, since Korean coffeehouse market is getting saturated and consumers are becoming savvy about coffee, Caffe Bene needs to find a new solution to overcome growth stagnation. Besides, many experts pointed out that irrational increase in the number of stores might hurt its business in the aspect of managing distribution channel and providing consistent services. Also, customers of Caffe Bene have shown that it has to complement its critical weaknesses: inferior coffee taste and relatively high price for a cup of coffee. Especially, some people view that the company is shifting its high rental fee, interior cost and PPL marketing cost to consumers by charging high price for coffee. To get over the problems, Caffe Bene is currently using C/S Consumer Management System though experts are questioning about the efficacy because of the conflict between purpose of the system and the headquarters' plan. Present CEO Kim also announced that the company will complete its logistics system in the latter half of 2012 to provide stores with more high quality coffee beans to improve taste of coffee. Thus, in this case, we describe how Caffe Bene succeeded in Korean market and enumerate its key success factors. Also, we specify the long-term goals of Caffe Bene and introduce the current policies and strategies to show how the company is working on to achieve its ultimate goal. By reading and analyzing this business case, students could get useful insights regarding franchise management and think about issues on competing in a saturated market. Also, it would be worthwhile to generate creative solutions for the problems that Caffe Bene is now facing to broaden the practical perspective.

• Korea Trade Review
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• v.46 no.6
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• pp.55-71
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• 2021

The purpose of this study was to establish the causal structural model among brand image and country image associated with consumers' purchase decision of products. The specific objectives were 1) to analyze the effects of brand image on consumers' purchase decision of products, 2) to analyze the effects of country image on consumers' purchase decision of products, 3) to analyze the effects of brand image on country image, 4) to analyze the mediating effects of country image between brand image and consumers' purchase decision of products. The conclusions of this study are as follows: First, companies must have an advantage strategy for brand image along with country image. To this end, a strategy to promote the brand image through various media is effective. Second, it is necessary to find new transformation through the establishment of brand identity at the corporate level so that consumers can have a good impression on the brand image. Third, it is important for companies to make efforts at the level of brand image and country image to provide consumers with information that can increase expectations and actual satisfaction and to build product reputation. In addition, it is necessary to embody brand images and country images into global marketing mix strategies. Fourth, if companies build a brand image that symbolizes a differentiated culture, the brand image can have a positive effect on consumer purchase decisions. Along with this, companies can further increase their positive effects by developing representative brand image contents. Fifth, this study confirmed that the higher the image level of the manufacturing country in a situation where consumers' preferences are diversifying, the more the brand image leads to consumers' purchasing decisions. Therefore, brand managers are required to build a country image suitable for the existing brand image when advertising at the time of product introduction.

• Archives of design research
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• v.16 no.3
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• pp.151-160
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• 2003

Packages have been used for a wide variety of purposes, for protection, for display, for transportation of goods, or for keeping personal belongings. According to the demands of society and the times, liquor packages have been specialized and have appeared in almost every shape and size without restriction to cine particular type of material. In spite of its rapid development and wide application in our society, liquor package design has rarely been considered as a subject of comprehensive study. Majoring in package design, I have become especially interested in the area of liquor package design. I would like to explore liquor package design from several aspects. With the advent of new market and the rise of a new consumer society, advertising and mass media have expanded rapidly. While convenience of use is not a major issue, serving size certainly are quality, appeal of heritage and health concerns. Heritage is a major consumer appeal in Whisky, Beer, Wine and spirits. Designers have drawn heavily on the tradition of alcoholic products, have used type and graphics to create the illusion of heritage for new products. A sidelight to the heritage aspect of spirits package is the evolution of outer boxes for international liquors. International liquors package design illustrated the past and current themes. The design is contemporary and spare. Colored panels correlated to the liquor flavor used on clean white, black, gold boxes. While this research does not deny the impact of structural innovation and convenience package design , it does deny the existence of a graphic plateau. It is assumed therefore, that development in technology can facilitate communication between East and West. This can be accomplished because as containers of products are used in social setting, their form will gradually apply strong influence to the need for economical, easily handled, easily utilized packaging. Typically, ethnic package designs are those packages containing products which are prepared and marketed to a category of people who are prepared and marketed to a culture traits. They are liquor products sold in the metropolitan New York area which are marketed specially to Asians, Hispanics, or Eurpean population. These cultural groups share numerous traits including religion, language, dietary habits and traditional drinking styles. Therefore, the products which are familiar or common in their native countries are often imported or marketed there to serve them. These packages and products are frequently found on the shelves of supermarkets in predominantly ethnic areas. That is Korea, Japan if packaging is correctly design it would appeal to the American market. My research is that oriental beverage -Soju is good example of this precept. Assumedly, there must be a degree of subjectivity since it is a mean in which the consumers can relate to its advertising. This degree to relate and identify is the degree to which the package will be remembered and purchased. Subjectivity is intimately related to purchases since there is no such thing as a rational purchase in a society that operates on mass consumption. It is essential that packages become more personal human, entertaining, and more like advertising in order to maximize merchandising potential.

• Korean Journal of Culture and Social Issue
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• v.29 no.3
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• pp.361-404
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• 2023

This study utilized a cross-temporal meta-analysis to explore shifts in self-efficacy levels among Korean college students from 1999 to 2022. We expected that increases in authoritative parenting styles, narcissism levels among students, and individualism in Korea might have positively influenced the self-efficacy of college students over the years. Conversely, growing economic disparities, decreasing class mobility, and the increasing instability of job markets might have had negative effects on self-efficacy. To investigate this, we analyzed 293 self-efficacy studies involving Korean college students published between 1999 and 2022, encompassing a total of 88,904 participants. Our criteria included studies that used the three most prevalent self-efficacy scales in Korea, focused solely on Korean college students, were cross-sectional with a one-time self-efficacy measurement, and provided essential statistics for our analysis. The results indicated no significant change in the self-efficacy levels of Korean college students over the observed period from 1999 to 2022. Additionally, we examined correlations between self-efficacy and various social indicators from different time points (20, 15, 10, and 5 years prior, as well as the year of data collection). Findings revealed that both birth rate and consumer price fluctuation rate were consistently negatively correlated with self-efficacy, while gross national income was positively correlated. This study is the first to assess Korean college students' self-efficacy levels using a cross-temporal meta-analysis, offering foundational knowledge for implementing such analytical methods for subsequent research and providing an indirect assessment of the generational gap theory. Finally, the limitations of the study and the direction for future research were discussed.

• Culinary science and hospitality research
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• v.17 no.1
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• pp.124-141
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• 2011

The domestic food culture in Korea has gone through great changes, among which dining out is considered most prominent. These changes are caused by a number of factors: development of several related industries, increase in dining out chances, diversification of consumer needs, change in consumption awareness and quality, increase in disposable income, women's advance into the society, etc. Under these circumstances, the fast food industry has been experiencing slow growth, whereas family restaurants and take out coffee franchises are consistently increasing the number of restaurants and shops as a part of aggressive management to increase sales. This study aims, first, to examine the effects of consumer's brand individuality and satisfaction on brand trust, brand emotion, brand identification, and brand loyalty of specialty coffee shops. Subsequently, this study observes how consumer's brand individuality and satisfaction affect the formation of brand trust, brand emotion, brand identification, and brand loyalty in accordance with preferred type of specialty coffee shops, frequency of experience, and life style in order to establish relevant strategies. The results of this study are as follows. First, brand individuality had a positive effect on customer satisfaction. Second, customer satisfaction had a positive effect on brand trust. Third, customer satisfaction had a positive effect on brand loyalty. Fourth, customer satisfaction had a positive effect on brand emotion. Fifth, brand trust had a positive effect on brand loyalty. Sixth, brand emotion had a positive effect on brand loyalty. These results have the following implications. First, the dimensions of brand individuality are presented as a means to form brand loyalty, thereby demonstrating the significance of the effect. Accordingly, developing a proper brand individuality in forming brand loyalty is imperative. Second, consumers using specialty coffee shops had the greatest effect on the relation between dimensions of brand individuality and customer satisfaction in this study, while the interrelation between customer satisfaction and brand loyalty was not concretely supported in the preceding studies.

• Asia Marketing Journal
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• v.12 no.2
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• pp.1-25
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• 2010

Motion pictures are so typical experience goods that consumers tend to look for more credible information. Hence, movie audiences consider movie viewers' reviews more important than the information provided by the film distributor. Recently many portal sites allow consumers to post their reviews and opinions so that other people check the number of consumer reviews and scores before going to the theater. There are a few previous researches studying the electronic word of mouth(eWOM) effect in the movie industry. They found that the volume of eWOM influenced the revenue of the movie significantly but the valence of eWOM did not affect it much (Liu 2006). The goal of our research is also to investigate the eWOM effects in general. But our research is different from the previous studies in several aspects. First, we study the eWOM effect in Korean movie industry. In other words, we would like to check whether we can generalize the results of the previous research across countries. The similar econometric models are applied to Korean movie data that include 746,282 consumer reviews on 439 movies. Our results show that both the valence(RATING) and the volume(LNMSG) of the eWOM influence weekly movie revenues. This result is different from the previous research findings that the volume only influences the revenue. We conjectured that the difference of self construal between Asian and American culture may explain this difference (Kitayama 1991). Asians including Koreans have more interdependent self construal than American, so that they are easily affected by other people's thought and suggestion. Hence, the valence of the eWOM affects Koreans' choice of the movie. Second, we find the critical defect of the previous eWOM models and, hence, attempt to correct it. The previous eWOM model assumes that the volume of eWOM (LNMSG) is an independent variable affecting the movie revenue (LNREV). However, the revenue can influence the volume of the eWOM. We think that treating the volume of eWOM as an independent variable a priori is too restrictive. In order to remedy this problem, we employed a simultaneous equation in which the movie revenue and the volume of the eWOM can affect each other. That is, our eWOM model assumes that the revenue (LNREV) and the volume of eWOM (LNMSG) have endogenous relationship where they influence each other. The results from this simultaneous equation model showed that the movie revenue and the eWOM volume interact each other. The movie revenue influences the eWOM volume for the entire 8 weeks. The reverse effect is more complex. Both the volume and the valence of eWOM affect the revenue in the first week, but only the volume affect the revenue for the rest of the weeks. In the first week, consumers may be curious about the movie and look for various kinds of information they can trust, so that they use the both the quantity and quality of consumer reviews. But from the second week, the quality of the eWOM only affects the movie revenue, implying that the review ratings are more important than the number of reviews. Third, our results show that the ratings by professional critics (CRATING) had negative effect to the weekly movie revenue (LNREV). Professional critics often give low ratings to the blockbuster movies that do not have much cinematic quality. Experienced audiences who watch the movie for fun do not trust the professionals' ratings and, hence, tend to go for the low-rated movies by them. In summary, applied to the Korean movie ratings data and employing a simultaneous model, our results are different from the previous eWOM studies: 1) Koreans (or Asians) care about the others' evaluation quality more than quantity, 2) The volume of eWOM is not the cause but the result of the revenue, 3) Professional reviews can give the negative effect to the movie revenue.

• Asia Marketing Journal
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• v.13 no.2
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• pp.27-48
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• 2011

The Chinese counterfeits has begun to gain great attention recently because of the drastic increase in its volume. The consumption of counterfeit harms to manufacturer who spend millions of dollars to create and develop new product. The counterfeits in Chinese can cause international dispute and lower national reputation. The purpose of this study were to examine if the buyers of counterfeits tend to care more about interpersonal relationship than non-buyers among Chinese. Data were gathered by surveying Chinese consumer living in Beijing, Shanghai, and Guangzhou metropolitan area using convenient sampling, and 480 questionnaires were used in the statistical analysis. In analyzing data, descriptive statistics, factor analysis, structural equation modeling with AMOS were conducted. The results of this study were follows, first, attitude toward counterfeits was classified into three factors such as interpersonal relationship, perception, and involvement. It is general belief that attitudes toward counterfeits were correlated with on brand attachment, however this study show that the buyers of counterfeits tended to purchase counterfeit goods as more alternatives of genuine(original) product than non-buyers. Perhaps, the buyers of counterfeits tended to have lower consumer ethics than non-buyers because they value counterfeit high. It is generally accepted that both a producer and a buyer violate the laws, but they are rather generous for buyer. The results of this study suggest consumers' attitude towards counterfeit need to be changed, following consumer education and strict law enforcement. Based on these results, global brand marketing strategies for luxury goods were suggested.

• Archives of design research
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• v.19 no.5 s.67
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• pp.203-212
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• 2006

With interests and participation in the costumeplay that mimics characters appeared on carton or animation in recent days, the costumeplay becomes one of cultural phenomena. Using a qualitative research method, this study identified costumeplayers' costume consumption pattern and explored its meanings from the perspective of consumption culture. Indeed, this study intended to help for understanding costumeplayer group as a consumer, and to provide basic knowledge about new market analysis related to fashion design and marketing. The results from the analyzing participant observation and in-depth interviews data are as follows: first, costumeplayers usually begin costumeplay by friends' invitations or by themselves and then continue on participating. Through the costumeplay, participants have benefits such as fun, departure from the daily life, and social interaction. Second, participants acquire costumes through purchase, rent, producing or combination of daily wear, but both purchase and rent account high. Third, the meanings of consumption culture in costumeplay include consumption behavior repeating possession and disposal. Also, costumeplayers concerns efficiency when purchasing or renting the costumes, and internet is a place where information search, comparison, and actual purchasing are occurred. Based on the results, fashion design and marketing implication, limitation of this study and further research ideas were suggested.